It is the undisputed home of Australian style, and on August 15 Sydney’s The Strand Arcade will open its doors for an evening with its celebrated homegrown designers, including Akira Isogawa, Edwina Forest of Aje and Genevieve and Alexandra Smart of Ginger & Smart.

In a nod to the historical shopping destination’s numerous cafes, the annual soiree is this year themed Espresso Martini with our Designers. Now in its 19th year, it will feature a discussion with Museum of Applied Arts and Sciences curators Glynis Jones and Roger Leong.

“There’s a beautiful synergy between the museum and The Strand,” says Leong. “Designers from The Strand feature heavily in our collections.”

Jenny Kee at the MAAS Fashion Ball last year. Her Flamingo Park Frock Shop set the arcade on course to become the home of Australian fashion. Dominic Lorrimer

There is Jenny Kee, of course, whose Flamingo Park Frock Shop opened in The Strand in 1973, and whose work with artist Linda Jackson will feature in an upcoming exhibition at MAAS. The museum also staged a retrospective of long-time Strand tenant Akira Isogawa in 2018, and holds works by shoemaker Andrew McDonald, jewellers Dinosaur Designs, milliners Moray Hats and Strand Hatters, and designers Romance Was Born, Alex Perry and Dion Lee.

The two are almost the same age, too: The Strand opened in 1892 and the museum in 1893.

“The relationship between the museum and The Strand speaks to the fact that so many important Australian designers have been [there],” says Leong.

You’re aware that your grandparents shopped there and even your great-grandparents.

— Glynis Jones, MAAS

The Strand is known for the way it nurtures Australian design, and even the building itself reflects this singular proposition: when architect John Spencer unveiled his plans, he received a standing ovation.

Originally known alternately as City Arcade and Arcade Street, it was christened The Strand after London’s famed theatre, shopping and dining district. In its storied history, it has housed tenants as varied as nightclubs, iconic hairdresser Lloyd Lomas and The Nut Shop, opened in 1939 and still trading today.

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But it was the arrival of Jenny Kee’s Flamingo Park Frock Shop that turned the arcade from a hodge-podge of retailers to the curated collection that it is now.

“I truly think Australian designers have a very distinctive point of view,” says Jones. “And The Strand works with the best of the best in that regard. With so much retailing online now, that’s what is so beautiful about the heritage building. It’s a very intimate experience.”

When architect John Spencer unveiled his blueprint for the building, he received a standing ovation. Supplied

Alexandra Smart, of Ginger & Smart, echoes this sentiment. The label opened in the arcade just three years ago, but Smart says she and sister Genevieve had been in talks with the owners long before that.

“It was always our dream to be there,” she says. “There’s something lovely about the space because it’s all so small, so you can’t feature your whole collection. So instead you select pieces you know will work for The Strand client.”

During the evening, Jones and Leong will feature in conversation with Isogawa, Forest and the Smart sisters. Limited-edition items from Dion Lee, Dinosaur Designs, Mecca Cosmetica, Lover and Jac+Jack will be available to purchase and designers including Jodi Cassettari, womenswear designer at Bassike, and Rebecca Vallance will be in store to personally style customers.

“The evening is a great chance to feel the joy in Australian design,” says Jones. “There is a lot to celebrate. You know, whenever I go into The Strand, I feel that legacy and history. You’re aware that your grandparents shopped there and even your great-grandparents. That is very rare, particularly in luxury fashion, and even more so in luxury Australian fashion.”